Rolaids know that their advertising budget had a strong positive correlation with market share.

Wachovia Bank see the correlation between "heart" advertising and "switching preference."

Blue Cross and Blue Shield see the positive correlation between their advertising and the reduction in negative perceptions of the brand, increase in positive perceptions of the brand, and increase in inbound leads.

Most organizations have one project concept based on their biggest pain point. They need five or six to evaluate what's the best fit for predictive analytics. Many projects are BI versus predictive analytics.